The Minneapolis Institute of Arts is creating a slightly new name. It’s dropping the “s” in Arts and replacing the acronym MIA with Mia (suggesting the pronunciation “mee-ah”).
The museum tapped New York branding firm Pentagram to refresh the logo.
“Over the years, as the museum began using MIA as a shorthand for its formal name, it was clear that the acronym, because of its long association with Missing in Action, was problematic,” writes MIA Editor Tim Gihring. “Mia, on the other hand, means ‘mine’ in Spanish and other languages, and, as the new logo designed by Pentagram demonstrates, readily establishes a complete identity apart from the initials.”
Gihring said the MIA founders used “Arts” in the title to connote both performing and visual arts. They expected to permanently share space with the Minneapolis Symphony Orchestra, which today is the Minnesota Orchestra.
“Mia will now be the common name of the museum, while dropping the ‘s’ in Arts simply resolves a bit of history,” Gihring writes.